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Marketing Objectives The Indianapolis Indians, as an organization, have developed a Marketing Plan to help meet the following marketing objectives for the 2010 season. Strengthen existing Indians and Victory Field image Increase advance ticket sales Increase full season ticket packages Increase partial season ticket packages (Fun Packs) Increase group tickets and improve hospitality Increase actual usage of season tickets Increase sales and demand for luxury suites Maintain dynamic database for lead generation and tracking
Group Ticket Sales - Target Audience Human resource directors/ Businesses with member clubs Conference planners/ Motor coach tours Minority outreach programs Senior/Prime-time banking clubs Faith communities/Chapels Alumni groups Scout troops Day care centers Summer school programs Retirement communities
Single-Game Ticket Sales - Target Audience Ages 25-54 Baseball fans Conventioneers/travelers Families (mom, dad, kids and friends, grandparents) Young people (high school, college) Downtown workers (state house, shift workers at area factories, hotel staff) Season Tickets - Target Audience Older audience Corporate Die-hard baseball fan Image-driven season ticket holder
Sales Trends Indians Regular Season Attendance Year Total Average 2010 569,969 8,028/game 2009 549,552 8,202/game 2008 606,691 8,538/game 2007 586,785 8,383/game 2006 547,768 7,608/game 2005 558,901 8,100/game 2004 576,065 8,114/game 2003 550,319 7,976/game 2002 571,984 8,056/game Indians Fans Demographics Scarborough Research Data (2010) Gender Male Female Age 19-34 35-64 65+ Education Completed Post Graduate/Some Post Graduate College Graduate/Some College High School Graduate Household Income $50,000+ $75,000+ $100,000+ County of Residence Marion County Hamilton County Johnson County Hendricks County Other in IN Outside of IN Type of Residence Own Residence Rent Home Value $100,000+ $150,000+ $200,000+
54.9% 45.1% 31.3% 64.1% 8.8% 18.3% 53.3% 25.7% 70.0% 38.3% 20.5% 33.3% 15.5% 7.1% 5.5% 32.7% 5.9% 83.6% 13.3% 60.3% 33.5% 20.0%
items act as loss leaders to attract fans to the ballpark paying full price for tickets on a traditionally slow night. The increased awareness and attendance at these Monday games also has the ability to build awareness and interest in other weekday games. Tuesdays: 2-for-1 Tuesdays. For each Tuesday game, fans will be able to receive two-for-one admission through the Indianapolis Star. In addition to creating a consistent promotional identification for fans, this has the potential to build synergy with two-for-one night sponsors such as the Indianapolis Star. Wednesdays: Business Day Game. Numerous Wednesdays at Victory Field will be a Business Day Game. Over the past few seasons attendance for Wednesday Business Day games had been gaining momentum, at times nearly rivaling Thursday night games. In addition to the appeal of a weekday afternoon game to the walk-up ticket buyer, we have seen success with advance sales of large groups, pre-game picnics, and suite-level entertainment. Business Day games also represent a point of difference between the Indians and the other professional sports teams in central Indiana as the Pacers, Colts, Fever, and Ice do not typically offer weekday matinees. We will contact potential new target audiences such as day care centers, summer school programs and retirement communities. New opportunities for media partners and promotion will be explored as well. Thursdays: Thursday Value Pack. Despite the popularity of the Thursday Theme Nights held in previous seasons, the Indians decided to add more value to a Thursday night game by allowing the option for the walk-up ticket buyer to spend a couple extra dollars to get more bang for their buck. Purchasing a Thursday Value Pack included a game ticket, hot dog, soda and souvenir item that could be redeemed at the Gift Shop. Fridays: Fireworks Nights. Beginning in May, each Friday night at Victory Field will feature a post-game Fireworks Show. Fireworks nights have been a great attraction through the years and we again anticipate a consistent offering being a boost to our Friday night lineup. In addition to being both a drawing card and a value-added element to the game experience, the post-game shows encourage fans to stay longer and potentially spend more money during their visit. Saturdays: ZOOper Zaturdays. As mentioned earlier, the premiere event of each week will be ZOOper Zaturdays at Victory Field. Each Saturday will feature the entertainment acts from the ZOOper Stars, that will perform and/or interact with fans throughout the game. Sundays: Souvenir Sundays. The Indians will continue the tradition of Souvenir Sundays at Victory Field. At each Sunday game 2,500 - 5,000 fans will receive a premiere Indians souvenir item. Knot Hole members will have the opportunity to run the bases after each Sunday game. Souvenir giveaway items that will be considered for 2010 included:
Schedule magnets Wall Calendar Team Photo Aluminum Water Bottle T-Shirt Ball Cap Baseball card set American Flags Jersey Pillow Cereal Bowl Messenger Bag
Fireworks/Flag and Towel Giveaway Indy Star 2-for-1 Tuesday ZOOper Zaturday
Sunday, July 10 Monday, July 18 Tuesday, July 19 Wednesday, July 20 Thursday, July 21 Friday, July 22 Saturday, July 23 Sunday, July 24 Monday, July 25 Thursday, August 4 Friday, August 5 Saturday, August 6 Sunday, August 7 Tuesday, August 16 Wednesday, August 17 Thursday, August 18 Friday, August 19 Saturday, August 20 Sunday, August 21 Monday, August 22 Tuesday, August 23 Wednesday, August 24 Thursday, August 25 Tuesday, August 30 Wednesday, August 31
Bats Knights Knights Knights Knights Red Wings Red Wings Red Wings Red Wings Mud Hens Mud Hens Mud Hens Mud Hens Bats Bats Bats Bats IronPigs IronPigs IronPigs IronPigs Clippers Clippers Mud Hens Mud Hens
2:05 p.m. 7:05 p.m. 7:05 p.m. 1:05 p.m. 7:05 p.m. 7:15 p.m. 7:05 p.m. 2:05 p.m. 7:05 p.m. 7:05 p.m. 7:15 p.m. 7:05 p.m. 2:05 p.m. 7:05 p.m. 1:05 p.m. 7:05 p.m. 7:15 p.m. 7:05 p.m. 2:05 p.m. 7:05 p.m. 7:05 p.m. 7:05 p.m. 7:05 p.m. 7:05 p.m. 1:05 p.m. 7:15 p.m. 6:05 p.m.
Souvenir Sunday Baseball Cards Monday Dollar Menu Indy Star 2-for-1 Tuesday Business Day Game Thursday Value Pack Negro League Celebration/Fireworks Autographs/ZOOper/Hoosier Lottery Souvenir Sunday Gym Bag Monday Dollar Menu Thursday Value Pack Friday Night Fireworks ZOOper Zaturday Souvenir Sunday Mascot Clock Indy Star 2-for-1 Tuesday Business Day Game Thursday Value Pack Friday Night Fireworks ZOOper /Faith & Fellowship Night Souvenir Sunday Slippers Monday Dollar Menu Indy Star 2-for-1 Tuesday Thursday Value Pack Indy Star 2-for-1 Tuesday Business Day Game Friday Night Fireworks Fireworks/Shirt Off Back/Awards
Question 1: In which age group are you? Frequency Under 15 15-18 19-24 25-34 35-44 45-54 55-64 65 and over Total 3 18 48 90 76 82 86 39 442 Percent 0.7% 4.1% 10.9% 20.4% 17.2% 18.6% 19.5% 8.8% 100.0% Valid Percent 0.7% 4.1% 10.9% 20.4% 17.2% 18.6% 19.5% 8.8% 100.0% Cumulative Percent 0.7% 4.8% 15.6% 36.0% 53.2% 71.7% 91.2% 100.0%
Question 2: In which Indiana county do you live? Frequency Marion Hamilton Madison Hancock Shelby Johnson Morgan Hendricks Boone Other Indiana county Do not live in Indiana Total 146 68 6 6 4 31 8 24 12 107 26 438 Percent 33.3% 15.5% 1.4% 1.4% 0.9% 7.1% 1.8% 5.5% 2.7% 24.4% 5.9% 100.0% Valid Percent 33.3% 15.5% 1.4% 1.4% 0.9% 7.1% 1.8% 5.5% 2.7% 24.4% 5.9% 100.0% Cumulative Percent 33.3% 48.9% 50.2% 51.6% 52.5% 59.6% 61.4% 66.9% 69.6% 94.1% 100.0%
Question 3: Which of the following best describes your primary reason for attending todays game? (Multiple responses allowed) Answer I enjoy watching baseball It is a good family activity It is an adult evening out I am interested in todays promotion It is a good option for entertainment Here with a group Other Frequency 211 149 41 26 81 56 26 Percentage of Cases 47.7% 33.7% 9.3% 5.9% 18.3% 12.7% 5.9%
721 442
163.1
Question 4: Approximately, how many Indians games will you attend this year? Frequency 1 2 3 4 5 6 7 8 9 10 12 13 15 16 17 20 21 25 30 40+ Total 129 85 62 53 43 13 9 10 1 28 2 1 10 2 3 5 1 1 4 7 469 Percent 27.5% 18.1% 13.2% 11.3% 9.2% 2.8% 1.9% 2.1% 0.2% 6.0% 0.4% 0.2% 2.1% 0.4% 0.6% 1.1% 0.2% 0.2% 0.9% 1.5% 100.0% Valid Percent 27.5% 18.1% 13.2% 11.3% 9.2% 2.8% 1.9% 2.1% 0.2% 6.0% 0.4% 0.2% 2.1% 0.4% 0.6% 1.1% 0.2% 0.2% 0.9% 1.5% 100.0% Cumulative Percent 27.5% 45.6% 58.8% 70.1% 79.3% 82.1% 84.0% 86.1% 86.1% 92.3% 92.8% 92.8% 95.1% 92.8% 96.2% 97.2% 97.4% 97.7% 98.5% 100.0%
Question 5: Please select all of the ways you heard about the Indians this year (Multiple responses allowed). Answer TV Radio Indianapolis Star Facebook Twitter Billboard Pocket Schedule IndyIndians.com IndyStar.com Indians email Other Internet/Online Employer (work) WTHR.com WISHTV.com Downtown newsboxes Word of mouth Other Frequency 243 212 153 37 9 89 114 143 68 40 25 87 58 63 8 141 52 Percentage of Cases 51.3% 44.7% 32.3% 7.8% 1.9% 18.8% 24.1% 30.2% 14.3% 8.4% 5.3% 18.4% 12.2% 13.3% 1.7% 29.7% 11.0%
1542 474
325.3
Question 6: Approximately, when was the last Indians game you attended? Cumulative Percent 12.8% 19.6% 31.5% 51.8% 55.9% 57.9% 86.9% 93.0% 96.2% 100.0%
None/first game August 2010 July 2010 June 2010 May 2010 April 2010 Last Season (2009) 2 years ago 3-4 years ago 5 or more years ago Total
Percent 12.8% 6.8% 11.9% 20.3% 4.1% 2.0% 29.1% 6.1% 3.2% 3.8% 100.0%
Valid Percent 12.8% 6.8% 11.9% 20.3% 4.1% 2.0% 29.1% 6.1% 3.2% 3.8% 100.0%
Question 7: Are you aware that the Indians HOME GAMES are on TV this year? Valid Percent 48.2% 12.3% 18.4% 21.1% 100.0% Cumulative Percent 48.2% 60.5% 78.9% 100.0%
No No, but will watch now that I am aware of it Yes & have watch 1 or more games Yes, but have no watched any Total
Question 8: Which ONE of the following would you select as your favorite special game promotion? (Multiple responses recorded) Frequency 139 22 22 19 143 27 63 435 381 Percent of Cases 36.5% 5.8% 5.8% 5.0% 37.5% 7.1% 16.5% 114.2
Monday Dollar Menu Fazolis 2-for-1 Tuesday Wednesday Business Days Thrifty Thursdays Friday Fireworks Zooper Zaturdays Souvenir Sundays Total responses Total respondents
Question 9: Which of the following best describes who you are with at todays game? Cumulative Percent 52.2% 56.4% 76.1% 81.2% 95.3% 100.0%
Question 10: Which of the following BEST describes when you made the decision to attend todays game? Cumulative Percent 8.1% 14.3% 25.6% 49.8% 90.6% 100.0%
Within the last 2-3 hours Within the last 4-12 hours Yesterday Within the last week Within the last 2-4 weeks When I received this years schedule Total